Propeller partner and creative director, Rick Thrun, makes the case that being cool might be the most important thing in the world for your brand.

1. the branding of cool
Why being cool is the most
important thing in the world.
(Sorry, Ghandi.)
a presenation by Rick Thrun, CEO/CD at Propeller

2. Mindset: What’s on consumers’ radar?

3. Friday, March 23, 2012
Last year, General Motors
hired cultural consultants
from giant media company
Viacom, to see how younger
consumers considered
their brand.
This is what they found:

4. “ Many young
consumers today just
do not
care
that much about cars.”

5. “ They think of a car as a giant
bummer.”

6. In a survey of 3,000
consumers born 1981-2000
(a.k.a. millennials), when
asked which of 31 brands
they preferred,
“not one poof!
car brand
ranked in the Top 10.”

7. “Automakers are realizing that if they
do not adjust to changing youth’s
tastes, they risk becoming the
the dad at
the middle
school dance.”

8. If cars are receiving low interest
from young consumers,
imagine what their interest is
for other categories.

9. Brand relevance and
the importance of
cool.

10. Consumers want cool things.
become aware of it.
seek it out.
purchase it.
share it. and
that’s the
sweet spot

11. To consumers,
all things being equal...
cool always wins.

12. good design = cool

13. Consumers appreciate
good design.

14. Because people are
naturally
visual,
it is easy for them to
understand when something
has been well designed.

15. How important is it
for a brand to be perceived as cool?
cool brand awareness brand preference

16. When everything looks the same...
make something stand out.

17. Across all categories,
brand awareness has been
greatly aided by strong
attention to design.

21. they
get it

22. Fast Company says...
“ Design
matters
more than ever in
America’s economy.”

23. Fast Company says...
“ ...in a world where all
products start to look alike,
design’s role and importance
expands.”

24. Fast Company says...
“Design can be a
critical
competitive
advantage –
if American business
seizes the moment.”

25. What would
Steve do?

26. “We are in
a unique
position.
No one else
should be
able to do
what we
can do.”

27. “...companies
cannot move
quickly while
in lock-step
with multiple
partners.”

28. “Think
different.”

29. Four brands leading by
design
innovation.

34. Yawn...
Many brands are
manufacturing
things that
consumers have
little interest in.

35. Cool!
Their challenge
is finding a
way to make it
into something
consumers are
interested in.

36. Many brands have focused on
showing how their “product” works,
but have not paid much attention
to how it looks.
Often it looks old and tired.

37. Old and tired is
not cool.

38. Today, consumers are very
selective with what they purchase.
With so many choices out there,
they consider and select things
that complement their persona
and lifestyle.
Again, all things being equal...

39. ...they
choose
cool.

40. not cool: cool:
Things that are Things that are
complicated intuitive and smart
Things that have to be Things that are
repaired or maintained renewable and green
Things that make messes Clean things
Ugly things Good looking things

41. Because, it’s not what
you say it is...
it’s what
they say it is.
cool, savvy
customers

42. Let’s examine
a brand
working on CORDLESS, BATTERY-POWERED OUTDOOR POWER EQU
its cool.

43. CORDLESS, BATTERY-POWERED OUTDOOR POWER EQUIPMENT
Their benefit message:
No gasoline.
No emissions.
No power cords.

44. CORDLESS, BATTERY-POWERED OUTDOOR POWER EQUIPMENT
not cool: cool:
Things that are Things that are
complicated intuitive and smart
Things that have to be Things that are
repaired or maintained renewable and green
Things that make messes Clean things
Ugly things Good looking things

45. CORDLESS, BATTERY-POWERED OUTDOOR POWER EQUIPMENT
cool:
Things that are
intuitive and smart
Things that are
renewable and green
Clean things
Good looking things

46. Even their ads talk
smartly to today’s
tech-savvy consumer.
Created by:
WhybinTBWATequila
(South Melbourne, Australia)

47. Even their ads talk
smartly to today’s
tech-savvy consumer.
Created by:
WhybinTBWATequila
(South Melbourne, Australia)

48. Instead of leading
with product
features and photos,
they appeal to the
viewer’s culture
and lifestyle.
Created by:
WhybinTBWATequila
(South Melbourne, Australia)

49. Apple not only makes cool
products, it also delivers a
cool shopping
experience.

51. Store = Brand Experience = Control

52. When former CEO Steve Jobs
first proposed the idea of
opening Apple-owned stores,
many sitting on Apple’s Board
of Directors were concerned
that proprietary stores
would alienate big-box
retailers, then the primary
distributors of Apple’s products.

53. Years later, Apple has opened
hundreds of the retail stores
across the country.

54. Today, the retail stores add upward of
$10 billion
to the company’s yearly revenues.

55. Be cool.
Do cool.
Get cool.

56. Rick Thrun is Propeller’s founding partner, creative
director and agency fishing guru. Before there was
a Propeller, Rick ran his own nationally renowned
illustration and design business for 20 years or so.
He sold his artwork to everyone from world-class ad
agencies to the restaurant below his office. Rick is
the right brain behind the agency’s work, directing
and overseeing all major projects. He’s the driver
behind Propeller’s expertise in environmental
graphics. And he’s not afraid to pick up a set of
chalks and draw, if the project calls for it.
Copyright © 2012 Propeller. For educational use only. No part of this presentation may
be published, sold, or otherwise used for profit without the written permission of the author.
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